Xerago helped the largest foreign commercial bank in the Philippines achieve a whopping 406% increase in average daily booking transactions.

The client is a largest foreign commercial bank in the Philippines in terms of assets, revenues and profitability. It provides corporate banking, treasury, transactional banking, consumer banking and Trust services. They are recognized as a leader in arranging and providing financial services for the public sector, top-tier Filipino corporates, multinationals, and financial institutions operating in the country. It offers innovative end-to-end cash management solutions, trade finance and services, securities custody and funds services, corporate banking and advisory services, and the most comprehensive and sophisticated range of treasury products in fixed income, currencies, commodities, and derivatives.

Challenges

The bank wanted to acquire leads for its Weekend Exclusive Online Treat campaign,the first of its kind for the client that involved Agoda and IHG. The campaign was targeted at online banking customers who had the bank's credit cards. The bank had not run any such campaigns in the past and was not sure about how the response would be. Xerago was roped into assist the bank to make the campaign a great success and make this a model for future campaigns. For this 3 day exclusive sale, Xerago was given a very short time to develop and execute the campaign.

Solution

Xerago assessed the target audience, identified their needs and wants and drafted a line of communication that would resonate and influence call to action. To validate the line of communication, Xerago created multiple teaser mailers and SMSs that was sent to a control group that was representative of the entire target audience. The results of the test campaign were used to fine tune the line of communication. Based on the final line of communication, Xerago developed digital assets such as mailers, Banners etc. that addressed the sensibilities of the target audience. Xerago ensured adaptation of the line of communication to the sensibilities of the media vehicle which were part of the media plan. The banners developed by Xerago were used across the bank's regional Facebook page, Agoda.com’s microsite, the bank's online banking landing page and on the pre-login section of the portal. Post the campaign roll out, Xerago tracked the customer response rate and the campaign proved to be a great success with phenomenal customer response rate.

Results

  • 228 bookings in 3 days at an average of 76 booking transactions every day
  • 406% increase in average daily booking transactions
  • $89547 Transactional value garnered over three days
  • There was a significant number of first time Online Banking Customers and Agoda users.
  • Targeted messages were sent to a selected customer group that delivered a phenomenal response rate.

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